Description
Largest fast food chain in the world
Our focus:
McDonald’s America
McDonald’s Thailand
McDonald’s
Presented by:
Praephan Ratana-amornpin
Trevor Munro
Margaret Hill-Skinner
ntroduction
! "argest #ast #ood chain in the $orld
! %ur #ocus:
& McDonald’s 'merica
& McDonald’s Thailand
Mission Statement
! (S)*+
& (uality
& Service
& )leanliness
& +alue
)ompany Pro#ile
! ,ounded in -./0 in San 1ernardino2 )'
by Dick and Mac McDonald
! 1egan #ranchising in -.33 $ith
implementation o# 4speedee service
system5
! )urrently #ound in -60 countries and
serve 3/ million people daily
! %ver 702000 stores $orld$ide
)ompany Pro#ile
! s the largest #ast-#ood chain in the
$orld
! Typically o$ns the property it’s
restaurants are on2 and collects rent
#rom #ranchisee’s
! Reported $orld$ide revenue o# 8609/:
billion in 6003
! )onstantly altering menu or adding ne$
items
Target Market
! "o$ to Mid income
! 1usy people &
anyone on the go;
& ,amilies <Happy
Meal=
& Teenagers
& )ollege students
,ranchising
! ,ranchises re>uire a do$n payment o# /0?
<o# total cost= #or ne$ restaurants2 and 63?
#or e@isting
! This must be non-borro$ed money2 and is a
minimum o# 86002000
! Must pay a service #ee o# A/? o# sales per
month2 and monthly rental #or the land
! Re>uired to attend Hamburger Bniversity in
%ak 1rook2 llinois
"ocation & Store 1ased
! )entral 1usiness Districts
& Do$nto$n Portland2 other city-centers
! Secondary 1usiness Districts
& 1ridgeport +illage
! Shopping centers
& +alley River )enter and Salem )enter
! ,ree-Standing
& .
th
Street in )orvallis
! nside many Cal-Mart’s
SC%T 'nalysis
Strengths
! +ery strong brand name
! RecogniDable characters
! "arge target group
! Ee$ stores almost -00? guaranteed to
succeed
! 'bility to adapt $hen #aced $ith criticism
! Play 'rea #or children
SC%T 'nalysis
Ceaknesses
! Many other similar competitors
! Bntil recently2 had very #e$ options #or
eating healthy
! Eegative image due to 4,ast ,ood
Eation5 and other media sources
SC%T 'nalysis
%pportunities
! 4Foing green5 & energy management2
improving packaging e##iciency2
environmentally #riendly re#rigerants2
and partnering $ith Freenpeace #or
rain#orest protection
! Ee$ store looksGstyles & Mc)a#e co##ee
shop2 and 4#orever young5 redesign
SC%T 'nalysis
%pportunities <cont9=
! )harity & The Ronald McDonald House
provides a cheap or #ree place to stay
#or parents o# sick children9 %ver 630
$orld$ide in /H countries9 ,unded
primarily by donations and Ioan Jroc
<#ounder Ray Jroc’s $i#e=
SC%T 'nalysis
Threats
! Many competitors #or
same costumer
& Sub$ay
& 1urger Jing
& J,)
& Taco 1ell
& Ktc99
Lo (uiero
SC%T 'nalysis
Threats <cont9=
! )riticism &
contribute to
obesity2 and other
health problems
McDonald’s Thailand
McDonald’s In Many Countries
McDonald’s Thailand Pro#ile
& McThai President had an opportunity to study aboard at BS'
and thought that that McDonald’s has cool ideas9
& %ver a decade later2 in -.H-2 during one o# his visits to the
BS'2 he happened to pass by an impressive-looking building in
%ak 1rook2 llinois and it $as the McDonaldMs Corld$ide
Head>uarters
& Mr91ulsuk and his #riend $rote to McDonaldMs Head>uarters
to see i# they $ould be interested in e@panding into Thailand9
McDonald’s Thailand Pro#ile
& The site at 'marin PlaDa $as chosen #or the #irst
McDonaldMs restaurant in Thailand $hich make
Thailand is the 73
th
country9
& %pened on March -:2 -.H3 $ith 30 million bath o#
investment
& The amarin plaDa restaurant has space #or over 600
seats2 including a special McParty Room #or #amily *
group gethering
,oods and Deserts
! 1urgers
& )laypot
& Rice * )hicken
& Mc Euggets Sea$eed
shake shake
& Double Teriyaki Pork
& 1urger Fai Hit
! Pies
& Pineapple pie
& )orn pie
& Taro pie
Similarity and Di##erences
! Have almost the
same product line as
BS' and also adapt
to Thai tastes
& K@amples:
! )laypot
! )hicken * Rice
! McEugget Sea$eed
Shake Shake
! )hicken menu
! McDonald’s in
Thailand have
di##erent #oods and
desserts
& Doesn’t have Snack
Crap
& 1ut have pineapple
pie2 taro pie2 and corn
pie
Target Market
! Thailand %vervie$
& Minimum $age is 30
cents an hour
& Start monthly income
o# 600 dollars
& Regular meal cost
about 30 & N3 cents
! McDonald’s Target
& Teenagers and young
kids
& Medium to High
ncome
& 'verage monthly
income o# 630-700
dollars
& Kach meal cost at
least one dollar
Site Selection
! )entral 1usiness District
& Do$nto$n 1angkok $hich is capital o#
Thailand
! Shopping center
! ,ree-Standing
SC%T 'nalysis
! Strengths
& +arieties o# Product line
! 1urgers
& )hicken2 ,ish2 1ee#2 Pork2 and Rice 1urgers
! Salad
& ,ruits salad and vegetables salad
! Deserts
& Pies and ice-cream
! Drinks
& Soda2 milkshake2 co##ee2 and tea
SC%T 'nalysis
! Ceaknesses
& Prices
! Minimum $age is 30 cents an hourO99
! 'verage cost o# #ood is 30-N3 centsO99
! O991ut it cost at lest a dollar to eat there $ith a
promotion menu like dollar menu9 Regular menu
cost at least 6 dollars including drink
SC%T 'nalysis
! %pportunities
& Happy Meal $ith all sort o# toys
& Delivery
& Play house
& 4Party Room5 #or kids to have party such as
birthday
SC%T 'nalysis
• Opportunities
– Happy Meal
SC%T 'nalysis
! Threats
& K@amples:
! ,ast ,ood & Thai #ood in general
! Sub$ay
! 1urger Jing
! J,)
! Ktc99
Sources
! $$$9Cikipedia9org
! McThailand9co9th
! $$$9mcdonalds9com
! $$$9rmhc9orgGrmhcGinde@9html
doc_357822746.ppt
Largest fast food chain in the world
Our focus:
McDonald’s America
McDonald’s Thailand
McDonald’s
Presented by:
Praephan Ratana-amornpin
Trevor Munro
Margaret Hill-Skinner
ntroduction
! "argest #ast #ood chain in the $orld
! %ur #ocus:
& McDonald’s 'merica
& McDonald’s Thailand
Mission Statement
! (S)*+
& (uality
& Service
& )leanliness
& +alue
)ompany Pro#ile
! ,ounded in -./0 in San 1ernardino2 )'
by Dick and Mac McDonald
! 1egan #ranchising in -.33 $ith
implementation o# 4speedee service
system5
! )urrently #ound in -60 countries and
serve 3/ million people daily
! %ver 702000 stores $orld$ide
)ompany Pro#ile
! s the largest #ast-#ood chain in the
$orld
! Typically o$ns the property it’s
restaurants are on2 and collects rent
#rom #ranchisee’s
! Reported $orld$ide revenue o# 8609/:
billion in 6003
! )onstantly altering menu or adding ne$
items
Target Market
! "o$ to Mid income
! 1usy people &
anyone on the go;
& ,amilies <Happy
Meal=
& Teenagers
& )ollege students
,ranchising
! ,ranchises re>uire a do$n payment o# /0?
<o# total cost= #or ne$ restaurants2 and 63?
#or e@isting
! This must be non-borro$ed money2 and is a
minimum o# 86002000
! Must pay a service #ee o# A/? o# sales per
month2 and monthly rental #or the land
! Re>uired to attend Hamburger Bniversity in
%ak 1rook2 llinois
"ocation & Store 1ased
! )entral 1usiness Districts
& Do$nto$n Portland2 other city-centers
! Secondary 1usiness Districts
& 1ridgeport +illage
! Shopping centers
& +alley River )enter and Salem )enter
! ,ree-Standing
& .
th
Street in )orvallis
! nside many Cal-Mart’s
SC%T 'nalysis
Strengths
! +ery strong brand name
! RecogniDable characters
! "arge target group
! Ee$ stores almost -00? guaranteed to
succeed
! 'bility to adapt $hen #aced $ith criticism
! Play 'rea #or children
SC%T 'nalysis
Ceaknesses
! Many other similar competitors
! Bntil recently2 had very #e$ options #or
eating healthy
! Eegative image due to 4,ast ,ood
Eation5 and other media sources
SC%T 'nalysis
%pportunities
! 4Foing green5 & energy management2
improving packaging e##iciency2
environmentally #riendly re#rigerants2
and partnering $ith Freenpeace #or
rain#orest protection
! Ee$ store looksGstyles & Mc)a#e co##ee
shop2 and 4#orever young5 redesign
SC%T 'nalysis
%pportunities <cont9=
! )harity & The Ronald McDonald House
provides a cheap or #ree place to stay
#or parents o# sick children9 %ver 630
$orld$ide in /H countries9 ,unded
primarily by donations and Ioan Jroc
<#ounder Ray Jroc’s $i#e=
SC%T 'nalysis
Threats
! Many competitors #or
same costumer
& Sub$ay
& 1urger Jing
& J,)
& Taco 1ell
& Ktc99
Lo (uiero
SC%T 'nalysis
Threats <cont9=
! )riticism &
contribute to
obesity2 and other
health problems
McDonald’s Thailand
McDonald’s In Many Countries
McDonald’s Thailand Pro#ile
& McThai President had an opportunity to study aboard at BS'
and thought that that McDonald’s has cool ideas9
& %ver a decade later2 in -.H-2 during one o# his visits to the
BS'2 he happened to pass by an impressive-looking building in
%ak 1rook2 llinois and it $as the McDonaldMs Corld$ide
Head>uarters
& Mr91ulsuk and his #riend $rote to McDonaldMs Head>uarters
to see i# they $ould be interested in e@panding into Thailand9
McDonald’s Thailand Pro#ile
& The site at 'marin PlaDa $as chosen #or the #irst
McDonaldMs restaurant in Thailand $hich make
Thailand is the 73
th
country9
& %pened on March -:2 -.H3 $ith 30 million bath o#
investment
& The amarin plaDa restaurant has space #or over 600
seats2 including a special McParty Room #or #amily *
group gethering
,oods and Deserts
! 1urgers
& )laypot
& Rice * )hicken
& Mc Euggets Sea$eed
shake shake
& Double Teriyaki Pork
& 1urger Fai Hit
! Pies
& Pineapple pie
& )orn pie
& Taro pie
Similarity and Di##erences
! Have almost the
same product line as
BS' and also adapt
to Thai tastes
& K@amples:
! )laypot
! )hicken * Rice
! McEugget Sea$eed
Shake Shake
! )hicken menu
! McDonald’s in
Thailand have
di##erent #oods and
desserts
& Doesn’t have Snack
Crap
& 1ut have pineapple
pie2 taro pie2 and corn
pie
Target Market
! Thailand %vervie$
& Minimum $age is 30
cents an hour
& Start monthly income
o# 600 dollars
& Regular meal cost
about 30 & N3 cents
! McDonald’s Target
& Teenagers and young
kids
& Medium to High
ncome
& 'verage monthly
income o# 630-700
dollars
& Kach meal cost at
least one dollar
Site Selection
! )entral 1usiness District
& Do$nto$n 1angkok $hich is capital o#
Thailand
! Shopping center
! ,ree-Standing
SC%T 'nalysis
! Strengths
& +arieties o# Product line
! 1urgers
& )hicken2 ,ish2 1ee#2 Pork2 and Rice 1urgers
! Salad
& ,ruits salad and vegetables salad
! Deserts
& Pies and ice-cream
! Drinks
& Soda2 milkshake2 co##ee2 and tea
SC%T 'nalysis
! Ceaknesses
& Prices
! Minimum $age is 30 cents an hourO99
! 'verage cost o# #ood is 30-N3 centsO99
! O991ut it cost at lest a dollar to eat there $ith a
promotion menu like dollar menu9 Regular menu
cost at least 6 dollars including drink
SC%T 'nalysis
! %pportunities
& Happy Meal $ith all sort o# toys
& Delivery
& Play house
& 4Party Room5 #or kids to have party such as
birthday
SC%T 'nalysis
• Opportunities
– Happy Meal
SC%T 'nalysis
! Threats
& K@amples:
! ,ast ,ood & Thai #ood in general
! Sub$ay
! 1urger Jing
! J,)
! Ktc99
Sources
! $$$9Cikipedia9org
! McThailand9co9th
! $$$9mcdonalds9com
! $$$9rmhc9orgGrmhcGinde@9html
doc_357822746.ppt